Brand Assessment

What our Brands to Trust must achieve to earn their coveted Butterfly Marks

Brands who want to be part of the Positive Luxury community and earn a Butterfly Mark must go beyond achieving a minimum sustainable standard. The Positive Luxury assessment process is designed to reflect the self-regulating nature of sustainable businesses, due to the lack of government legislation. The process is updated every two years in partnership with our experienced sustainability council, as well as external institutional partners, companies, NGOs and retailers. Additionally, companies are asked to provide supporting evidence and proof of their statements. It is a thorough examination of a brand’s commitment to sustainability in the following areas.

Governance

Business is envisioned as a force for good, employing responsible leadership that places sustainability at the heart of organisational culture. Governance entails going beyond looking after business interests and stakeholders. It requires taking action to uphold and transmit business principles in an ethical manner to employees and wider society.

Some examples of governance standards:

B-corporation status
Work against corruption in all forms, including extortion and bribery
Non-discriminatory employment policies
Commitment to UN Global Goals
Diversity and inclusion

Social Performance Framework

A brand must meet high-quality standards based on, but not limited to, human and labour rights legislation and best practice guidelines. The company’s code of conduct will ensure its social framework is instilled throughout all tier one and two suppliers and/or subcontractors, along with external businesses and partners.

Some examples of social framework standards:

International Labour Organisation Core Conventions
The United Nations Framework for Human Rights and Guiding Principles
Business Social Compliance Initiative
No child or forced labour
Reasonable working hours and fair pay policies

Environmental Performance Framework

Environmental practices are employed not only in the brands supply chain, but in the logistics of the business. This framework may include reduction of water usage and greenhouse gas emissions; protection of ecosystems, wildlife and animals; responsible manufacturing; considered material/ingredient sourcing.

Some examples of environmental framework standards:

Water reduction policies
Recyclability of products, packaging and marketing materials
Alternatives to animal testing
Waste management systems
Use of palm oil

Community Investment

A brand to trust demonstrates a philanthropic attitude that gives back to society. This may entail creating an alliance with a foundation or building their own.

Some examples of community investment standards:

Percentage of profits given to charity
Supporting volunteering initiatives among employees
Investing in local communities

Innovation

A company uses innovation to drive the sustainability agenda forward towards maximum social impact and minimal environmental footprint. Innovation is integrated into design and service processes, such as exploration of inventive manufacturing methods or introduction of fresh business models.

Some examples of innovation in business:

Product lifecycle management
Sharing economy business model
Manufacture on demand eg. 3D-printing
Repair services provided
Circular economy

THE Review PROCESS

To navigate the complexities of sustainability across various industries, the Positive Luxury brand assessment consists of a suite of questions relevant to all industries, plus additional questions catering specifically to each sector that we operate in: Fashion & Accessories, Beauty, Jewellery & Watches, Living, Premium Drinks and Travel & Hospitality. In addition, companies are required to provide supporting documents such as codes of conduct and audits.

We use technology to help with our evaluation. By utilising publicly available data, we are able to check the self-reported information and that the third-party certification bodies are accounted for and quality checked through Positive Luxury’s data analytics. Lastly, we use a materiality assessment to identify priority sustainability issues. This materiality matrix has been reviewed and refined through a series of interviews with a cross-section of external and internal stakeholders.

Our assessment process is, in turn, reviewed every two years with assistance from our sustainability council. This consultative approach ensures that the assessment reflects the highest standard possible by respecting local and international law, as well as both industry-specific issues and innovations within sustainability.

As highlighted in our 2019 Predictions Report, consumers are looking for brands that strive to fulfil a long-term purpose that benefits employees, customers, society and the planet, and their shareholders. Our assessment looks to assess how companies align to the wider stakeholder view and are acting responsibly to industry-specific issues and considerations.

Fashion & Accessories

Key issues for the sector relate to the social (working conditions in the supply chain) and environmental impact of products (both in production and at end of life). The use of animal skins also remains a concern for many.

Beauty

The beauty sector considerations range from the ingredients used to the ethical and social responsibilities of brands producing them. There is increasing demand for natural ingredients, phasing out micro plastics and reducing waste and product packaging. The sector’s history with animal testing is also concerning.

Jewellery & Watches

Ethical and environmental issues – especially related to metals, precious stones and minerals and materials sourcing – are the biggest concern. Companies with responsible supply chain management who are able to trace materials provide greater consumer assurance.

Living

Our category for home and interior brands covers a variety of lifestyle products. The key issues across these brands relate to social and environmental performance within their supply chains. The nature of the products make this sector an area where innovation and product lifecycle management are differentiators.

Premium Drinks

Central concerns for the sector relate to environmental impacts from ingredients and water sourcing. The use of recyclable packaging and responsible marketing of alcohol is of increasing focus.

Travel & Hospitality

Industry specific issues include materials sourcing for food preparation, social standards for workforce and the impact of buildings on the local environment. The environmental impact of travelling is at the forefront of the conscious consumer’s travel decisions.

Certifications

As part of the assessment process, we recognise a broad spectrum of responsible business practices and certificates related to all areas of sustainability.

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COMPOSTABILITY-MARK-OF-EUROPEAN-BIOPLASTIC-01

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Approval process

Brands that successfully complete the assessment process earn the right to display the interactive Butterfly Mark on their website as well as retailer websites and other relevant places, like packaging and care labels, making it easy for people to identify brands to trust. However, this is not the end of the journey. Brands must re-complete and pass the assessment every two years in order to retain the Butterfly Mark. Our community encourages continued commitment and improvement towards our shared goal of sustainability.

Companies contribute towards sustainability in different forms, so each brand is assigned a bespoke collection of Positive Actions that signifies their unique efforts and sustainable and ethical business practices. These Positive Actions, which can be found when clicking on the Butterfly Mark, help brands articulate their measurable impact in a visible, consumer-friendly and simple way, while enabling people to make educated purchasing decisions.

The brands that do not meet our criteria are offered a tailored toolkit, including clear recommendations on how to improve as well as actions needed to be taken to retake the assessment and eventually be awarded with a Butterfly Mark.

Positive Actions

Alliance for Responsible Mining

Angora Free

Anti-Slavery International

B CORP

Better Cotton Initiative

Biodegradable Products Institute Label

Biodynamic Production

BREEAM

Canadamark

Carbon Neutral

Certified Vegan

Circular Economy

CITES

Clean Beauty

Community Investment

Compostability Mark of European Bioplastics

Compostable Packaging

Conflict-Free Diamonds

Conscious Design

Conscious Travel

Cradle to Cradle

Cruelty Free International

Cruelty-Free Materials

Diversity Inclusion

Drink Aware

Eco-Cert

Energy Efficient

Ethical Trading Initiative

EU Ecolabel

Fair Labour

Fair Pay for All

Fair Trade Gold Certified

Fairmined Certified

Fairtrade International Certified

Fondation Louis Vuitton

Forest Conservation

Free from Microplastics

Free from Plastic Bottles

Fur Free

Global Sustainable Tourism Council

Golden Rules - No Dirty Gold

Green Globe

Green Key

ISO 14001 ENVIRONMENTAL MANAGEMENT

ISO 18001 Occupational Health and Safety Management

ISO 50001 Energy Management

ISO 9001 Quality Management

Kimberley Process Certification Scheme

Leather Working Group

Leed Platinum

National Association of Jewellers

No Animal Testing

No Harsh Chemicals

No Single-Use Plastics

Nordic Ecolabel Certified

Organic

Philanthropy

Positive Well Being

Promotes Equal Pay

Promotes Growers' Welfare

Protects Biodiversity

PVC Free

Rainforest Alliance Certified

Recyclable Packaging

Recycled Gold

Reduced Glass Weight

Reduces CO2

Reduces Packaging

Reduces Pesticides

Reduces Waste

Reduces Water Use

Refillable Packaging

Replenish Soil Balance

Responsible Down Standard

Responsible Jewellery Council

Responsible Minerals Initiative (RMI)

Responsible Sourcing

Responsible Wool Standard

Responsibly-Made Candles

Responsibly-Made Ceramics

Royal Warrant Seal

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RSPO - Roundtable on Sustainable Palm Oil

SA 8000

Social Performance Management

Seasonal Food

Soil Association

Supply Chain Integrity

Sustainable Apparel Coalition

Take-Back Scheme

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UN Global Goal - Responsible Consumption and Production

UN Global Goal - Zero Hunger

UN Global Goal- Affordable and Clean Energy

UN Global Goal- Clean Water

UN Global Goal- Climate Action

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UN Global Goal- Decent Work and Economic Growth

UN Global Goal- Gender Equality

UN Global Goal- Good Health and Wellbeing

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UN Global Goal- Industry Innovation and Infrastructure

UN Global Goal- Life Below Water

UN Global Goal- Life on Land

UN Global Goal- No Poverty

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UN Global Goal- Partnerships for the Goals

UN Global Goal- Peace Justice and Strong Institutions

UN Global Goal- Quality Educations

UN Global Goal- Reduced Inequalities

UN Global Goal- Sustainable Cities

Upcycles Textiles

USDA Certified Organic

Uses Renewable Energy

VDC Certified

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Become a positive luxury brand

You are just one step away from beginning your journey to earn the Butterfly Mark. Start the process today or contact us for a preliminary chat. We would love to hear from you.

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